Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola’s approach is unique. For instance, Folgers recently launched a jingle contest with a grand prize of $25,000. While creating jingles is relatively accessible for many, devising a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a far more complex challenge.
This endeavor is quite novel because, although many people can generate jingles, few can develop an effective sweetener alternative. Coca-Cola is reaching out to a niche group—researchers and scientists—who may lack the extensive resources of Coca-Cola’s in-house experts but possess the expertise to innovate. The key question remains: will the winning sweetener solution be suitable for the mass production standards that Coca-Cola demands?
Even if Coca-Cola ultimately decides against using the chosen sweetener, the contest will still benefit the company. The $1 million prize will generate significant publicity, enhance perceptions of corporate transparency, and potentially improve the public’s view of a company striving to reduce sugar. This contest sends a strong message: “Look at everything we’re doing to reduce sugar! We’re seeking insights from all experts, not just our own!” In an era of increasing soda taxes, this initiative could be a strategic move towards fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric content of sugary drinks consumed by Americans by 20% before 2025. Sales of soda are already declining as consumers shift towards water and healthier options like tea, and the recent implementation of soda taxes—such as one in Cook County, Illinois—will likely exacerbate this trend. Thus, it is logical for Coca-Cola to pursue alternative sweetening methods to boost sales.
While this creative approach to outsourcing research and development is intriguing, it’s unlikely that many competitors will follow suit unless Coca-Cola’s contest proves successful. There are countless talented researchers and scientists globally, but the challenge remains whether they will have the time, resources, and motivation to engage in a contest of this nature. In a year, we will see the outcome of Coca-Cola’s bold initiative.
Incorporating elements such as calcium citrate queso into the sweetening process could offer additional insights, as the exploration of diverse ingredients may yield innovative solutions. The search for a sweetener that meets Coca-Cola’s standards could benefit from such interdisciplinary approaches, enriching the potential outcomes of this contest.